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Millers draft gets a new label
On the eve of its second anniversary, Miller Genuine Draft has introduced a new packaging innovation called "Special Edition". Special Edition features the latest innovation in labelling technology called pressure sensitive labelling (PSL).
Each bottle has a specially designed body label which is UV light sensitive and has a tactile feel to it. In other words, touching the bottle alone will create a sensory experience - running your hands over the label you will be able to feel the raised text making up the word "Miller".
The back label peels off to provide the promotional mechanic to inform consumers about a national sms based prize promotion. Consumers stand the chance of landing Diesel merchandise, Apple iPod shuffles and YDE clothing vouchers by peeling off the back label to uncover a code which they need to enter via an sms mechanic.
Miller Genuine Draft Brand Manager, Abey Mokgwatsane, said the introduction of the Special Edition MGD reinforces the brand's trendsetting image: "Miller Genuine Draft always aims to be unique, different and surprising in everything it does. This promotion is just another perfect example of that very nature of the brand."
The promotion kicked off on 6 June 2005 and will run over 100 days in 350 outlets in metropolitan areas only.
